Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands‚ brand equity‚ and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build‚ measure‚ and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from
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Qn 1) Explain what is Levi’s brand image and what makes up its brand equity. In this regard‚ assess the role of its flagship 501 jeans product. (40 marks) Brand image can be defined as perceptions about a brand as reflected by the brand associations held in consumer memory. It is basically what exists in the mind of consumers‚ total of all the information they have received about the brand from experience‚ word of mouth‚ advertising‚ packaging‚ services etc. And the information is modified by selective
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PART B: BRAND ATTITUDE The statements in this section refer to brand attitude is defined as the general appreciation of a brand by a consumer. Please indicate your level of agreement or disagreement with the following statements as a result of the hypothetical scenario involving your national carrier as discussed earlier. Brand attitude 1. Overall‚ I still think this airline is good. 1 2 3 4 5 6 2. Overall‚ I still think this is a nice airline. 1 2 3 4 5 6 3. Overall‚ I still think this airline
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True to Brand? Questions: Relying on one or two sports car models and nearly going bankrupt and losing its independence in 1993. Porsche had to diversify product lines‚ and examines the branding implications of the internationalization of production. 1. The company CEO wants to integrate a new member into the Porsche product line-a sport utility vehicle (SUV)‚ a model segment the company has never focused on. The brand extension will hinder the Porsche brand imagery as a result of brand dilution
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Dove: The Evolution of A Brand Case Study Before Unilever transformed Dove into an iconic Masterbrand‚ it was a functional‚ recognizable brand. In order to market a new product to consumers‚ Dove had a competitive advantage. Introduced as a revolutionary form of soap‚ Dove swept the market in 1957 when it launched its beauty bar‚ a new formula. The beauty bar removed Dove from the cognition given to a regular bar of soap. It was not ordinary soap‚ which was now “old-fashioned”; it was a
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Case Study 5: Analyzing brand performance A chips brand has recently been launched‚ but its performance has not been too good. The large promotional investments put in have not yielded lasting returns. You are told to investigate what’s wrong with the brand. 1. What data would you request to complete your investigation in this case? 2. Can you talk about your analysis roadmap in this scenario? What possible corrective actions would you suggest (you are free to make relevant assumptions on the
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advertising. The brand extension of Red Bull is an interesting point because it developed some products under its parent drink. Low sugar drink for example. The last point was about the advertising. Three different ways of advertising have been explored. Students brand managers‚ consumer educators and sponsoring extreme sport events. These techniques were very effective to generate the word of mouth; hence‚ build a strong image. {text:bookmark-start} Red Bull’s brand equity: {text:bookmark-end}
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Monitoring the effectiveness of positive reciprocal effects on vertical brand extension of parent brand SAVLON. 1 1.0 Introduction As the final requirement of the BBA program in Independent University‚ Bangladesh‚ it is a must for every student to undergo a three months internship program in an organization. The interns are required to carry an extensive analysis of real world business problem in this program. Therefore‚ I had been placed at Advanced Chemical Industries (ACI) Limited and get
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luxury brands travel? Avoiding the pitfalls of luxury brand extension Mergen Reddy a‚ Nic Terblanche b‚ Leyland Pitt c‚*‚ Michael Parent c a Capgemini Consulting‚ P.O. Box 785827‚ Sandton‚ 2146‚ South Africa Stellenbosch University‚ Private Bag X1‚ Matieland‚ 7602‚ South Africa c Segal Graduate School of Business‚ Simon Fraser University‚ 500 Granville Street‚ Vancouver‚ BC V6C 1W6‚ Canada b KEYWORDS Luxury brands; Brand extensions; Degree of adjacency; Premium adjacency matrix Abstract Brand extensions
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Case Study adidas The brand adidas has been selling sports apparel for 90 years and has been the official sponsor of the World Cup since 1970. It has more than 38‚000 employees throughout the world. Currently‚ one of its most outstanding products is the F-50 soccer shoe. It’s the world’s lightest‚ weighing 165g‚ and is worn by the most important players in the World Cup. A special version was made exclusively for the Argentinian player Lionel Messi‚ who was selected as the FIFA World Player
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